Transcript headlines

Small Business Resource
Power Point Series
Writing Winning Headlines
The Importance of Headlines
There’s no doubt headlines are one of the most
important things to get right, unfortunately they
can also be the most problematic too.
A good headline grabs the readers attention, and
compels them to read on.
Memorable Headlines
Who could forget that gem from the ‘Sun’
newspaper:
“Freddie Starr Ate my Hamster”
Although some years ago, it sticks in the memory,
no doubt Mr Starr still gets taunted with it!
Headlines on-line
So maybe you’re not writing for a tabloid
newspaper, but the principles of headline writing
still apply.
Especially on-line, people tend to scan, so
headlines must be short, sharp, and snappy.
Easy to read
Make the headline short, no more than 7 words.
Ensure it is in a clear, easy to read font, and is
large enough to stand out.
Use action verbs, for example: - “This Product
Will Halve Your Phone Bill!”
What’s in it for Me?
Tell your reader why they should bother reading
your article! Get the benefit into your headline.
If you find the headline has multiple benefits,
consider splitting the text up to simplify it.
Limited Offer – Act Now!
If you’re selling, introduce a sense of urgency
with a time limited offer, or offer something free.
How many times when shopping have you seen
“FREE Widget With Every Item Bought!”
Shops know these offers work – they can work
for you too!
Make it Believable
Unfortunately most people in the real world are a
tad cynical.
So if your headline claims “Lose 5lb a week –
with no dieting!” They’re just not going to
believe you, and move on.
Target Your Audience
It is unlikely that your product or service will
appeal to absolutely everybody, so it’s pointless to
try to interest everyone.
Aim your headline at your niche market, and try
to make it personal, as if it was specifically
designed for that particular person.
“Quotations”
Quotations can be very useful indeed, providing
you can find something relevant to your audience,
and preferably, amusing.
Always say where your quote is from, you could
achieve this as follows….
Using Quotations
“What, will these hands ne’er be clean?”
These were the despairing words of Lady MacBeth
in the famous Shakepeare play.
What a shame she didn’t have Brillant XtraClean
Soap, only £4.99 a bar!
Grammar
Check your grammar and spelling too. Bad
spelling especially, looks unprofessional and
sloppy.
Also be careful of using long words or jargon,
remember you want to be easily understood and
read by all.
Abbreviations & Nicknames
Avoid being obscure. For instance, consider the
headline - “BDA in Cash Crisis” - To whom does
this refer? It could be British Deaf/Diabetic/
Dietetics Association!
Unless aimed at a very specific group of people, do
not assume knowledge.
Be Specific
A good headline will encompass what the
following text is about.
The headline “Clean up Your PC” is too vague.
One wonders if the is writer taking about dusting,
perhaps? A better headline might be “Organising
Files on Your PC”
Generate Curiosity
Consider these headlines:
“All about Big Brother this week” – or “Big Brother – we tell you who’s being
evicted!”
Which do you think is the better headline??
Headline Format
A number of different formats may be used, it
doesn’t matter which you choose as long as you are
consistent:
 Sentence case, the first word only is capitalised
 UPPER CASE, ALL WORDS IN CAPITALS
 First and last words only Capitalised
 Words That are Over Three Letters Capitalised
Standing Alone
Does your headline make sense out of context?
You may wish to use it in a table of links.
If so, it is doubly important to ensure it is
informative without being too long.
Is Your Title Pertinent
Does your title really reflect your writing?
Perhaps you started out with the title in mind, but
got sidetracked during the course of your writing.
Re-read your article, does the title still fit?
Perhaps a new title would be more relevant?
“Practice Makes Perfect”
Boring maybe, but true! The more you practice
writing headlines the better you will become.
Try starting with a working headline and base
your text around that. Then when complete,
consider your headline again, following the advice
in this PowerPoint.
Conclusion
Make your headlines:
 Short
 Interesting
 Relevant
 Easy to read
Easy to understand
 Memorable
 Believable
 State the benefits
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